Social media is geared toward people who scroll. How can you turn scrollers into readers? It’s important to ensure your social media content previews entice users to view the full-length content. Here are ten tips to help with social media marketing for attorneys.
1. Take Advantage of Content’s Popularity
People want social proof that others found your content interesting. If you have some pieces that tend to be more successful, it’s ok to promote them using that fact. Things like “Our top post from last year” or “the most downloaded white paper” can pique the interest of readers. However, it’s important to be honest – don’t claim content has been popular if it hasn’t, that will erode your credibility.
2. Mention a Bonus Within the Content
Help people see the added value in your content right away. If you have things like free templates, checklists, or other educational elements included with downloadable content, mention that. Share a bit about the piece, and end the post with something like “The best part? We’ll give you a checklist to make the process even easier.”
3. Add a Humorous (but relevant) Image
Appealing to people’s humor can help them to pay more attention to otherwise complex information. Complement your content with attractive visuals, and don’t be afraid to have fun. If there’s not a good way to incorporate humor, use an alternative image that is equally as attention-getting. Try a bright illustration that will stand out in users’ feeds, or consider using a brightly dressed model to spruce up images related to content.
4. Preview the Table of Contents
One effective method of social media marketing for attorneys is to write a short description of the article, and then share the table of contents. This lets users see the detail they can expect if they click on your content. If they spot something that’s relevant and useful, they will be more likely to read it. Bonus points for making a short bulleted list that’s especially easy to read.
5. Write Like You Speak
Of course, you want to convey professionalism and credibility, but you also don’t want to be too formal or impersonal. Remember, people are scrolling to find something that sparks their interest. Try writing posts in the same tone as you would talk to your friends. Be careful of professional jargon, and avoid long sentences or overly complicated phrases. Think about what you would say if you were describing the content to a friend, and use that messaging as the basis for your post.
For more information on how to write for each platform, check out this free eBook: Advanced Social Media Strategies for Law Firms.
6. Include a Citation from the Content
Many marketers find this tactic really effective. Try posting a preview of the content with a quote or statistic from the source. It can be particularly impactful to lead with a quote and then provide a sentence or two of context before adding the link.
7. Be Clear About Why People Should Care
Remember that as people scroll, they are subconsciously asking themselves “What does this mean for me?” As you write the post, consider why a person should invest their valuable time reading your content. Is the author particularly well-known in your field? Are you offering a step-by-step “how-to”? Or perhaps you broke down a cumbersome topic into an infographic. Let the user know what’s in it for them.
8. Tag Sources That Are Well-known
If the author or other people who contributed to the content are well-known or have a lot of followers, tag them in your post. Mention them in the preview and perhaps they will share it with their followers as well. This indicates the content is authoritative and is more likely to grab attention. Plus, tagging other individuals can significantly expand the reach of your content and social activity.
9. Create a “Wow” Effect
You only have a moment to grab people’s attention. You can experiment with a few unique ways to do this, including starting the post with a weird word or funny expression, an extraordinary insight, or exclusive facts. Many people have success with posting a shocking statistic or a key insight from internal research and studies. Numbers are great for capturing people’s attention. Use the next sentence to reiterate what is in the content and why people should care.
10. Speak Directly to your Client Personas
Hopefully, you have some client personas flushed out. If not, you can spend some time researching who your best clients are – their demographics, biggest challenges, and common goals. Then, create posts that speak to those people. You’re trying to create a reaction where someone stops scrolling and says “That sounds like me!”. Don’t be afraid to describe specific scenarios or issues and then briefly share how your content addresses it.
As our last tip on social media marketing for attorneys, we suggest writing multiple options for every post that promotes your content. This list is a great place to start. Try creating one or two preview posts using some of the different tactics, and then review and optimize from there. This will ensure you’re not using the same formula over and over – which makes you more likely to really grab users’ attention.